Why wouldn’t green appeal drive purchase intention? Moderation effects of consumption values in the UK and China
By Muthu De Silva, Pengji Wang, Adrian T. H. Kuah. 2021
145 citations recorded by the source corpus.
Although a positive relationship is expected between consumers’ awareness of green benefits in a green product and their purchase intention, several studies have demonstrated otherwise. Against this back-drop, this article investigates how three personal consumption values—namely, environmental, status, and value-for-money consciousness—moderate the relationship between consumers’ awareness of a product’s green benefits and their purchase intention. From a survey of 956 consumers across the United Kingdom and China, we find a positive and significant relationship between consumers’ awareness of green benefits and their purchase intention. However, these consumption values significantly moderate this relationship. In the United Kingdom, environmental consciousness strengthens the relationship. On the other hand, status consciousness and value-for-money consciousness strengthen the relationship in China. The findings make original contributions to the literature by highlighting how to integrate individual consumption values in differing national cultures to refine green marketing theories.
Subfields: Management, Monitoring, Policy and Law, Marketing
View Paper: https://www.semanticscholar.org/paper/507f099a242ed1cd852fe562be7b635138ac5911
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In Management, Monitoring, Policy and Law
In Marketing
Citations in the corpus
- Why Not Green Marketing? Determinates of Consumers’ Intention to Green Purchase Decision in a New Developing Nation (2020, background): “Similarly, green foods have perceived benefits such as being good for health, good for the environment, pleasant to taste and preventing diseases [77,78].”